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How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode

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Abstract

University brand (UniBrand) is a recent concept, and its theoretical modelling is still somewhat inadequate. This paper examines how perceived service quality affects UniBrand performance, UniBrand image and behavioural intention. Using an online student survey, the present study obtained 528 usable responses. The conceptual model was validated using structural equation modelling. The study makes an innovative theoretical contribution by establishing a relationship between experience-centric brand performance and brand image, and the antecedents and consequences of this link. In addition, student satisfaction and trust were demonstrated to mediate the relationship between perceived service quality, brand performance, brand image and behavioural intention in a higher education context. However, there were no moderating effects of gender or mode-of-study on the model, confirming that the model is invariant across these variables. Overall, this model suggests the importance of experience-centric service quality attributes and how they affect university branding strategies for sustained positive intentions.

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Acknowledgements

The authors are thankful to the editors, reviewers and managing staff of the Journal of Brand Management.

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  1. School of Business and Law, Central Queensland University, Office: 4.08, 120 Spencer Street, Melbourne, VIC, 3000, Australia

    Parves Sultan

  2. Department of Marketing, Deakin University, 221 Burwood Highway, Burwood, VIC, Australia

    Ho Yin Wong

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Sultan, P., Wong, H.Y. How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode. J Brand Manag 26, 332–347 (2019). https://doi.org/10.1057/s41262-018-0131-3

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